Women in cannabis

Plus: an app that pays you to move and mint sneakers

Sep 22, 2022

Trends 📈

Seeking out relatable messaging and friendly packaging, Gen-Z wants fragrances that are inclusive. From viral candles that smell like their favourite celebrities, to the growing desire to make their spaces cozier and happier, these young consumers are seeking out smells that bring them comfort, security and Spark Joy. Expect the rise of perfumes that boost health, happiness and even cognitive function, as scents become an easy and accessible way to ‘channel high vibrations and good vibes’

As gender disparities in the cannabis space gain mainstream attention, female entrepreneurs are trying to rewrite the narrative with luxurious, high-end cannabis products. Expect the rise of stylish, female-driven smoking accessories that aim to break the stoner-stigma and help like-minded affluent women carve out a niche for themselves in a largely male-dominated space.

Triggered by climate change and the ever-growing hunt for more sustainable, alternatives to traditional sources of protein, more consumers are opening up to the possibility of adding bug-based foods into their meals. From snacks and pasta to ice cream and chocolates, expect insects to become an easy way to incorporate protein into regular diets. While bugs like mealworms and crickets help in providing a meaty flavouring to everyday vegetarian dishes.

The Next Big Thing 🔮

While 37% of cannabis executives are women, a new study shows that female-led cannabis companies receive a fraction of capital compared to their male counterparts.

In a market where social equity is paramount, the cannabis industry still carries the weight of being an industry deeply rooted in sexism, untoward sexual advances and dismissive behaviour. But as the war against legalisation continues globally, several female consumers are beginning to realise the power of the flower and aiming to pave the way for a new genre of cannabis companies that put the needs of women first.

What does this mean for women in the cannabis industry?

With the legalisation and acceptance of cannabis-based products on the rise, women will be able to take over the narrative in a male-dominated industry within the next decade. Expect an influx of fashion-driven cannabis brands that offer elegant, aesthetically pleasing products that aim to break stigmatised stereotypes by marketing to an affluent, female centred audience. Apps like High There will make it possible for female consumers to find other like-minded people with an interest in cannabis and even date them.

What can we expect from this?

For the first time, women in Generation Z are now the fastest-growing cannabis users, with sales reaching 151% year-over-year. Companies must therefore re-evaluate their product development and marketing methods to better meet the needs of female consumers as the market grows.

Expect the rise of more niche cannabis driven fashion and lifestyle brands in the near future that particularly cater to this highly evolved clientele of open-minded women.

Pro Tip: As a brand, look to expand your traditional offering and evaluate the possibility of diversifying your range to include lifestyle products that seamlessly weave into the daily lives of your consumers. This doesn’t only improve brand recall, but also makes your customers feel like you are on the same wavelength as them and have their best interest in mind at all times.

Next in Innovation 💡

STEP’N becomes the world’s first Web3 move2earn app that equips users with NFT sneakers. The app encourages users to walk, jog or run outdoors to earn GMT or GST tokens that can be used to level up and mint new sneakers or cash out for profit.

The app aims to nudge millions toward a healthier lifestyle, combat climate change and connect the public to Web 3.0. With no barriers to entry, it wants to bridge the gap between health & fitness, sneakers and NFT’s, all whilst providing consumers with an easy and fun way to earn money by walking, running or jogging.

Trends You May Have Missed

As biophilia continues to play an important role in bringing the outdoors inside - conservatory spaces / garden rooms are rising in popularity to mimic the feeling of a greenhouse and make homes cozier and warmer.
With bathing rituals on the rise, the bathroom as a space is evolving. With conscientious attention to detail and design, expect bathrooms to become like living rooms, doubling up as spas for mental and physical well-being.
From candles and flowers, to snacks and books - expect the boom of the Age of Bathfluence as more consumers use their bathing time as a chance to unwind and reconnect with themselves.
Food waste like olive pits, avocado seeds and potato skins pave the way for a new future of sustainable packaging

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Trends You May Have Missed

Makeup artists pay a Holographic Homage to alien-like, unicorn inspired, iridescent makeup looks
Fashion takes a trip down memory lane as consumers gravitate towards nostalgic elements and Heritage Inspired prints take centre stage
Denim steps into the night and into going out wear as Dark Denim adds a mysterious layer of lux to everyday jeans
Food waste like olive pits, avocado seeds and potato skins pave the way for a new future of sustainable packaging
Fitness takes over the Metaverse as more than 81% consumers claim that they would workout more if they could be rewarded with crypto currency

We can help you build…

The Next Big Thing 🚀

Like our content and want to apply this to your business? We can tailor make trend reports and consulting reports to suit your new or existing business needs.

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